Guidance on U-16s peer to peer marketing heads to Downing Street
By Molly FlattHere at 1000heads we’re proud for our ethics. We don’t contact anyone under 16 to take part in our campaigns (and if we do it by mistake, as is all too easy online, we apologise sincerely and back out). We only invite people 18 and over to take part in our events.
We believe children should be left well alone by marketing agencies; most of the time it’s more effective talking to their parents, anyway. Our Different Size Feet division is dedicated to understanding families, their drivers and behaviours, and finding ethical, effective ways to harness their influence.
However, we know that not all word of mouth or social media agencies feel the same, so we’re committed to helping build guidelines to protect both young people and the reputation of the WOM industry.
Over the past few months I have been very busy in my role on the WOMMA UK Council, consulting with the Advertising Association about the Bailey Review on child sexualisation and commercialisation in peer to peer marketing campaigns.
It’s an important issue that has had a lot of attention in the press, and we’re proud to have been part of the group of associations and brands committed to shaping a response that is effective, realistic and actionable.
This week Mark Lund, Chair of the Advertising Association’s Children’s Panel, will present the new agreed guidelines to Prime Minister David Cameron. He says: “Bailey recognised that the commercial world has much to offer children and families, but that we need to ensure we observe sensible guidelines in the way we interact with them. These measures will help industry do just that.”
The new guidance reads:
“Young people under the age of 16 should not be employed and directly or indirectly paid or paid-in-kind to actively promote brands, products, goods, services, causes or ideas to their peers, associates or friends.”
At WOMMA UK we’ll be adding it to our Code of Ethics which all our members – including 1000heads – subscribe to.
But to make sure everyone understands what it means in practice, we’re also planning a WOMMA UK panel including some of the leading figures who have put the guideline together, so we can explore the ramifications and give all our members the chance to ask questions about how it will impact on them. Date and time will be announced soon.
What do you think of the guidance? Will it impact on your own work? Do you think this is a necessary piece of protection or a media storm in a teacup?
Add your comments below and get in touch with us here at 1000heads if you have any questions.
